Britney Spears partners with Epic Rights for new merch line

The new lifestyle collection will reflect the many facets of the pop icon's brand.
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Riding high on the success of the award-winning and record-breaking Las Vegas show Britney: Piece of Me, Epic Rights has partnered with international pop icon Britney Spears for an all-new fashion and lifestyle merchandise range.

“I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection,” said Britney Spears.

“We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe,” added Larry Rudolph, who manages Britney Spears. “Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible.”

Spears has already made an impact in the licensing space, with one of the bestselling fragrance lines of all time, which was produced in partnership with Elizabeth Arden. 

Spears’ personal involvement in all aspects of the collection will ensure authenticity across a number of targeted categories including fashion apparel, hair care, accessories, exercise and electronics. The anticipated retail launch for the Britney Spears Lifestyle program is Spring 2019.

Epic Rights will also manage Spears’ e-commerce initiatives including Amazon.

“Britney continues to be one of the biggest pop stars in the world with numerous multi-platinum records and awards over the past 20 years. As a passionate artist, successful businesswoman and devoted mother, her strive for excellence is unparalleled,” commented Dell Furano, CEO of Epic Rights. 

Spears recently announced her tour across the U.S. and Europe, following her record-breaking, four-year headlining residency, “Britney: Piece of Me,” at The AXIS at Planet Hollywood Resort & Casino, where Spears received rave reviews from both critics and fans alike since opening in Dec. 2013.

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